In
keeping with its position as a challenger brand, Kiwibank, via agency
Ogilvy NZ, is launching a cheeky new 'bank switching' initiative
for consumers today, which is less like a traditional ad campaign and
more like a film launch.

Kiwibank's new 'Easyswitch' campaign,
encouraging consumers to switch to Kiwibank, is focusing primarily
around a unique interactive online channel called 'Green Ops', with the
look and feel of a 'first-person POV' styled online game.

The Green Ops site will be supported by an above-the-line
media campaign with all the elements of a blockbuster movie launch,
including cinema trailers, movie posters with QR codes, outdoor and
dramatic cinema styled voiceovers on radio, online advertising and TV
spots, all produced by Ogilvy.

Nicky Ashton, Head of Brand & Marketing Communications for Kiwibank,
says that the 'gamification' approach of the web site aims to provide a
richer and more engaging experience for consumers: "Kiwibank needs to
stand out from the competition, so it's our job to continually find new
ways to connect with new customers" says Ms Ashton.

Hosted on a bespoke YouTube channel, the site is built around a loose
narrative of an elite team within Kiwibank whose mission it is to help
rescue customers from bad banking experiences.

"It's kind of like 'Get Smart' meets the 'Bourne Identity', as the
Kiwibank 'Green Ops' team goes around making it easier for people to
switch to Kiwibank. Just one signature and Green Ops will deal with the
rest," says Ms Ashton.

Visitors to the channel can hunt for screen 'hotspots' where they will
encounter random moments of humour and discovery amidst the pitch for
them to switch banks, including some tongue-in-cheek references to
Kiwibank's competitors.

The channel also features a number of interactive elements that will
allow users to share their experience with friends via various social
media platforms, such as Facebook.

One top secret campaign element will remain under wraps until the 9th of
September when a lucky new Kiwibank customer stands to be significantly
rewarded.